BrewDog founder James Watt has launched a new influencer marketing company.
The North-east-born businessman hinted as his new company, Social Tip, last week, but has since lifted the lid on more details about his new venture.
His business will allow Brits to be rewarded with money based on engagement levels when posting on social media about brands they like.
He said the company has already partnered with the likes of PureGym, Huel and Dash Water.
“On a macro level, a lot of major influencers aren’t offering the return to businesses now that they were a few years ago,” he said.
“What people engage with is changing and people are looking for something more authentic.
“We don’t think there is anything more authentic than customers who actually use and cheerlead your products spreading that.
“Yes, they have smaller individual followings, but there is more benefit to having hundreds of those than spending the same amount on one big name.”
He expects his new business to grow on "word of mouth", much in the same way BrewDog did.
Mr Watt continued: “The businesses we are speaking to are really excited about the prospect of this.
“We will be marketing ourselves from day one, so people see the opportunity to make money from their posts, but companies will also be wanting their customers to be aware of this, aware of the opportunity to share their experience while profiting from it."